Should Thorpe Park Welcome Families?
Entry posted by JoshC.
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Since the turn of the century, we've seen Thorpe accelerate from a quaint family theme park into a park which offers one of the largest array of 'thrill rides' in Europe. During this period, there has been quiet on obvious shift in target market - from families looking for a nice day out to young adults (which arguably is the 16-34 region in this case) looking to do something for a day. Many question the viability of this strategy, mainly from an economic perspective. However, are Thorpe right to focus on the young adults solely and try and turn away families, or should they open their arms a bit wider and accomodate for families as well?
I think the first point to raise here is that, no matter what anyone's personal opinion on Thorpe's focus on young adults, the strategy has worked. Despite a poor season in 2012, for reason which may or may nor relate to this, Thorpe have had years of booming success, and have been able to invest heavily in their maor attractions. So clearly they have had some success with this strategy. However, just because there has been success, it doesn't mean it cannot be improved, not does it mean that it is foolproof.
Thorpe Park seem to be focusing on becoming a thrill park / an 'experience' park. The majority of their additions since 2000 make that obvious. This is something which should most definitely be encouraged and should continue; there is not really any park in the UK (can't think of any in Europe either off the top of my head) which has a primary focus on thrill rides. This does not mean that the park shouldn't add non-thrilling rides as well, but that's a different topic really.
With this is mind, it must now be asked - who likes thrill rides? Now, for some reason, it is straight away seen to be the young adults. Probably because we're young in life, up for trying things and so forth, and it does seem to be a general case that many of those who like thrill rides fit into that particular age bracket. However, it's not an exclusive thing. When most kids are 10, they hit the 1.4m barrier, and when they're 12, they're 'old enough' for Thorpe's mazes. These kids will want to try the thrill rides, and whilst thrill ride after thrill ride may be a bit much, the more 'up for it' / slightly older kids will see Thorpe as somewhere right down their street. So, maybe focusing on those over 16 is a bit high, though with the quickness that kids grow up these days, what is targetted at a 16 year old may well interest those who are 12-13. Then there's also adults. When you 'get on in life', it doesn't mean you dislike these thrill rides. In the 'mid-life crisis' years, you're up for trying new things, showing to everyone you're not as old as your age says you are and so forth, and going on thrill rides is a great way of showing this. So again, there will be interest from those above the age of 34, though maybe the young adult target market / marketing strategies will deter people a bit.
So, with this knowledge, should Thorpe Park welcome families? Well, yes and no; it depends on what you define as a family. If by family, you mean everyone - from the toddler up to the grandparents, then no, Thorpe should try their best to deter that sort of family from visiting. Whilst there will be a select few rides the young children and the older generations can ride, there won't be enough for them to have a worthwhile, enjoyable day. Now then, there's nothing wrong with that, as it's just Thorpe's direction. Just like Chessington should discourage people who just want thrill after thrill from visiting. There's nothing particularly wrong in that. (Just to point out, I'm not say that all the kids' rides should therefore be removed, as no matter what. children will still visit, and there should be something for them to do. However, Thorpe just aren't focusing on them, so, when possible, such people shouldn't visit. There are also cases when the elderly still like thrill rides; nothing wrong in that as well.).
However, a family full of people from the age of 8-55 is a completely different story. There will be enough for them to do to enjoy their day, as they will like thrill rides. If Thorpe introduce a family-friendly major coaster and a couple more 1.2m rides, it would be perfect for this age range family (as it stands, those in that age range who are under 1.4m / not wanting to do many thrill rides may find their day drag on after a while..). This opens up a wider range of possibilities for the park, and creates more chances for more profit, which is what a business wants at the end of the day.
Imagine this. A park which has a range of thrill rides, some of which are highly rated amongst coasters and rides in Europe, and maybe even the world, which welcomes families which are up for a good day out. You can still target the young adults wanting a day out with friends, and can still work in club nights and after-hours events for them to enjoy and draw them in. But then you can also target families who want to enjoy themselves; the things like the stunt shows Thorpe hold are examples of events which such families would enjoy too. I can just see it working so well for the park.
So, all in all, I think Thorpe should begin to welcome families. Use either 2013 or 2014 (or both?!) as a test - see how families respond to it. If X:NWO gets a reduced height restriction, it can be used as a way of testing the water and drawing such families in who might have been jubious in the past. Introduce a major 1.2m coaster (a woodie or air time filled machine) and market it as just an all out fun ride. Expand the target audience to be much wider, and boom, more guests and more profit for Thorpe, and the chances for better experiences for all.
Win-win surely?
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